How To Write B2B Marketing Content That Sells

The B2B market is possibly the most elusive market around. How can you write content that feels genuine and impels the reader to buy from you? There's a way of doing it, it just takes some know how. Here are the best tips that will help you write compelling B2B content.

Put The Most Important Point First

This is a tip that every writer needs to keep in mind. You want to catch the reader's attention right away, and show them why they should be listening to you. What is about your message that they need to know? Put that most important point in your very first sentence.

This is even more important when more and more people will be reading your content on mobile. That makes that first sentence the most important, as it may be the only one visible on screen when they load the page up.

Don't Go Into Too Much Detail

“It's called information overload for a reason,” says PR Manager Timothy Peters at Revieweal. “If you start going into the nitty gritty, then the reader's going to tune out or ignore you.” Instead, only give the reader what they need to know. If there's extra reading to be done, link them to it, or give them a contact to get in touch with.

Find Your Angle

It's not enough to just tell the reader what you do. You need to tell them why you're the one they should turn to, and why you can benefit them. What's your angle here? Once you know that, make sure you stick to it.

Make sure you're writing from the customers' perspective, too. What's in it for them? Why should they listen to you?

Keep It Simple

It's one of the most basic rules of marketing, and it applies here too. Keep your content short and sweet. Your readers probably don't have the time to wade through heaps of texts just to find what you're trying to say. Keep your writing short and to the point. Don't use elaborate vocabulary for the sake of it, and keep jargon to an absolute minimum. This makes your content easier to read and more inclusive of those who may find it useful.

Always Proofread And Edit

Again, this is quite a basic tip, but you should be making time to proofread and edit your writing. If you can, leave at least 24 hours before you come back to any content, so you can look at it with fresh eyes.

Online tools are also a good way of checking over your writing. For example, sites like Grammarix will help you improve your grammar in your content. Sites like Top Canadian Writers and  UK Top Writers will also help you in editing your writing before it goes live.

Personalise Your Content

To do this, you're really going to need who your audience is. Are you selling editing software to video creators? Then what is it that they really need from you? What benefits are they going to glean from using your product? Aim your content towards them, showing them what you can do to make their lives easier.

Use User Generated Content

What makes you so special? You can answer that by using user generated content. This can be guest posts, user reviews, anything that helps show that you're respected by the customers that use your product. This helps you build up trust with your audience.

Use these tips to get the most out of your marketing content. You'll show the reader why you're the right company for the job, and convince them to keep coming back.

This is a guest post. Jennifer Scott works as online editor at Australian Reviewer ( Also Jennifer is a business developer that works in different areas of education, technology, security and various types of online marketing. Prior to business developing she was consultant at Deloitte, and managed security services provider and developer of a wide range of marketing, finance and security solutions.


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